Brand Tone

Friendly and Approachable, Reassuring and Protective, Playful and Fun, Informative and Trustworthy, Aspirational and Lifestyle-Oriented

Brand Values

• •Protection
• •Family
• •Quality and Functionality
• •Style and Fashion
• •Sustainability and Responsibility
• •Fun and Freedom
• •Heritage/Roots

Best Practices

• •Prioritize "Protective Fun": Always balance the message of serious sun safety (UPF50+, blocking harmful rays) with the joy, freedom, and fun of childhood and family outdoor activities. Use words like "adventure," "splash," "explore," "shine," alongside "safe," "protected," "covered."
• •Emphasize Family Connection: Regularly include language that speaks to shared experiences, matching styles, and creating memories together. Use terms like "family," "little ones," "mum & dad," "matching."
• •Highlight New Zealand Heritage & Quality: Subtly weave in the brand's origin story and its expertise in sun protection, linking it to quality, durability, and thoughtful design ("Designed in New Zealand," "expertly crafted").
• •Be Transparent about Sustainability: Clearly and positively communicate efforts towards eco-friendly practices, using terms like "sustainable collection," "recycled materials," "eco-friendly," "protecting our planet," to build trust with environmentally conscious consumers.
• •Maintain a Friendly, Reassuring Voice: Use clear, easy-to-understand language. Be approachable in customer interactions and marketing. Emphasize benefits for both children (comfort, style) and parents (peace of mind, durability). Ensure visual consistency (bright, happy imagery) supports this tone.

Social Perception

Trusted for Sun Protection, Stylish and High Quality, Family-Focused, Eco-Conscious (Increasingly), Good Value

Copy Examples

• •Headline: Splash Freely, Shine Safely! Our UPF50+ swimwear lets your little adventurers explore all day, protected and stylish. Body: Designed in New Zealand for endless sunny days, Snapper Rock combines vibrant, kid-approved designs with serious sun protection. Let them make waves while you relax, knowing they’re covered. #SnapperRockME #SunSafeFun #FamilyAdventures
• •Headline: From Their First Dip to Family Beach Days – We’ve Got You Covered. Body: Discover Snapper Rock’s range of UPF50+ swimwear for every age. Lightweight, breathable, and quick-drying fabrics mean more comfort, more play, and worry-free sunshine. Plus, explore our growing sustainable collection! #ProtectTheirSkin #SnapperRockFamily #SustainableSwimwear
• •Headline: Matchy-Matchy Seaside Style! ☀️ Body: Create unforgettable family moments with our adorable matching swimwear sets. UPF50+ protection for everyone, because fun in the sun is best shared safely. Dive into our latest prints! #FamilySwim #MakingMemories #SnapperRockStyle
• •Headline: Adventure Awaits, Rain or Shine! Body: Beyond the beach, our new Adventurewear collection offers the same Snapper Rock promise: quality protection. Our eco-friendly raincoats are perfect for year-round explorers. Happy protection, whatever the weather! #SnapperRockAdventure #KidsOutdoorGear #SustainableStyle
• •Headline: Peace of Mind in Every Fibre. Body: We believe in carefree summer days. That’s why our UPF50+ swimwear is woven with protection – no harsh chemicals, just smart design. So your kids can be kids, and you can soak up the joy. Learn more about our commitment to safety and sustainability. #SnapperRockSafe #QualitySwimwear #EcoFriendlyFamily